Mark Proctor

Category: Advertising

  • Facebook: Campaign Budget Split Testing

    Facebook: Campaign Budget Split Testing

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Campaign budget optimisation is on its way as default in ad manager whether you like it or not (though you can still control minimum spend in ad sets so some granular control is left.)

    Now is a sensible time to get the testing done so you can understand the changes you might need to make to your campaign structures.

    Here’s how to go about it.[/vc_column_text][divider line_type=”Full Width Line” line_thickness=”2″ divider_color=”accent-color” custom_height=”40″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]You’ll need a campaign that’s using ad level spend first of all (you probably wouldn’t be reading this if you didn’t).

    The campaign you want to test will need to meet the following eligibility criteria (so if you’re a bit segment/creative-happy like I am, you might need to pare things down a little to get this working):

    • Not already part of a study
    • Contains no more than 51 total ad sets and ads
    • Uses only daily or only lifetime budgets
    • Ad sets are scheduled to run for at least 24 hours after test creation
    • Do not already have campaign budget optimisation enabled
    • Have at least two active ad sets
    • Use the same bidding and optimisation strategy without schedule constraints
    • Use standard delivery type

    If the campaign you want to test meets that spec, head over to https://www.facebook.com/test-and-learn to get started.

    Find ‘Will setting a campaign budget improve performance?’ (this used to be “How can I more effectively manage my campaign budget?”) and click ‘Get Started’.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6126″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]You’ll see this:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6128″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Select the campaign you want to test, check that the budget meets your expectation, and give the test a name at the bottom of the form.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6131″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Click “Review Test Details” and you’ll get a summary of the info you’ve just selected and schedule (7 days seems to be the default – haven’t found a way to change that).

    Here’s the summary from ad manager:

    “Once we’ve finished creating your test, we’ll start measuring the impact of your Facebook ads. The original campaign will be paused. Unpausing the original campaign or editing either test campaign while the test is live could affect the quality of the results. When the test is complete, the audience will no longer be split, and both campaigns will continue to run until you pick a winner, or until the end date of the original campaign. Find a link to test results in the Learn tab”

    So add a reminder to your calendar to check the results in a week – both campaigns will keep running and you’ll need to manually sort out the next steps once the test is complete.

    If you’re happy with the confirmation, just hit the blue button and create the test.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6134″ alignment=”center” animation=”Grow In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Good to go – see you in a week![/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Photo Credit[/vc_column_text][/vc_column][/vc_row]

  • Climbing Up The Funnel – Learnings From Facebook Advertising

    Climbing Up The Funnel – Learnings From Facebook Advertising

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    Forensics and guess work

    When I built websites, I was concerned with the transaction, the endpoint of the traditional sales funnel. The mechanics behind the browsing experience and guiding a customer through a conversion.

    The purchase journey and the user experience played a part in that of course – but when I was putting sites together I was most often focussed on the operational – the technicalities of making sure you could easily buy a product in Magento for example, or that the subscription plugin for WordPress was easy enough to use. The goal was an effortless experience that users didn’t have to think about – whether researching, planning or buying.

    When I worked in both PPC and SEO, I was focused on meeting demand. If enough people searched using a specific relevant term (and it was viable), we’d target it – either using ads or optimised content. If I saw a large amount of brand search volume, I’d usually assume the brand had high awareness and loyalty (though often I’d be surprised by seemingly disproportionate numbers of brand searches for smaller clients).

    The process typically began with search demand – 2500 searches every month – let’s target that. I didn’t spend much time thinking about why the demand existed, it existed, and my job was primarily to pull a share of that demand to a website, so the focus was on getting visibility for the search and providing a relevant experience for the visitors that followed.

    Broadening Reach

    In my first weeks focusing on Facebook I stepped out of the thin end of the funnel and began to climb the sloping sides to the top. Accustomed to reasonably precise Google Analytics stats (with unyielding last click attribution models), it took me some time to get my head round the view attribution stats Facebook was reporting. My transactional SEO and PPC assumptions were kicked squarely in the teeth by the relatively long 28 day attribution statistics, and I began to appreciate the true complexity of customer journey from the perspective of a Facebook advertiser.

    Clients would sometimes have over 50% of their purchases attributed to ad views (users weren’t clicking on the ads – only seeing them). Purchase cycles varied wildly depending on products, pricing and markets – impulse purchases and sales converted quick, luxury products and complex services required gradual stages of communication, and average purchase lag might extend to 20 days while they moved through each decision-making stage.

    I found myself monitoring my own purchase journeys more closely, understanding the touchpoints, trying to recognise the key influencing moments, and as I did so, I began to understand just how powerful a channel Facebook is, and how it complements and works with others.

    If we could test and learn – understand these journeys on behalf of our clients, translate the stages into relevant, engaging creative, and then use the ridiculously granular demographic, interest and lifestyle targeting options Facebook offers, to find exactly the right market segment to talk to, everything fell into place.

    My understanding of what generates the search demand began to deepen. Only a few Facebook users click and buy immediately upon seeing an ad. Plenty more open a new tab and search for the brand or product in the ad, move to a different device to complete a purchase, or come back to the site later at a more convenient time. It’s all very messy, and ultimately reflects the natural and complex way in which we make purchase decisions.

    This ultimately heightens the need for PPC, SEO and UX to be at the top of their game too. Facebook is building all this awareness, generating demand that converts in all sorts of imprecise, messy, human ways, and so your site needs to be available front and centre when the next stage of the purchase cycle arrives. It needs to ensure that whatever your Facebook ads were promoting is easy to find for all those people who saw the ad but didn’t click, and that the site messaging and signposting clearly reflects the promise of the ad. Without that clear user journey, without the signposts that seal the conversions promised by the ads, you’re left only with the users who see your ad and can decide and purchase at that very moment. I used to think that was the majority.

    Measuring

    It all gets a bit messy when you’re trying to attribute the performance of your marketing budget of course.

    Facebook will report on all purchases in which it has been part of the process. If you saw a Facebook ad, didn’t click, and then googled the brand and purchased 10 days later, that sale can be attributed back to the Facebook campaign.

    In your analytics, it’ll look like organic or PPC, as that was the last click prior to purchase – so we end up with organic and PPC attributed sales in which Facebook ads were part of the customer journey, but not the final step.

    There are some expensive solutions to this data crossover, but until Google and Facebook stop competing for your advertising budget, it’s unlikely we’ll see them holding hands on this issue and presenting an inexpensive combined solution any time soon.

    This is the conversation I now have the most often with our clients, and when I put myself in their shoes, it’s easy to understand – they want to know where to put their money – Facebook claims X, Google claims Y. Google has the analytics platform that everyone (including myself) has come to know and trust, and so when what appears to be a discrepancy arises, the immediate suspicion falls on the other party. Of course, it isn’t a discrepancy, just different attribution of complex behaviour.

    The bottom line is that you can’t base channel budget splits on last click attribution. Do that and you’ll be over-egging the bottom of the funnel by a country mile, severely limiting your growth.

    Instead, you really need to spend time on the Facebook numbers, look at view attribution and purchase lag as well as click, get that insight into the customer journey and try to build a more relevant attribution model based on all the channel data.

    As with any promotion, to properly capitalise you need the PPC, SEO and UX prepared and organised on the same theme as the awareness raising Facebook campaigns you use. It all goes hand in hand, and arguing about which channel performs best becomes less important when this mix is broadly right for your customer journey and the conversions start coming. Instead, working on top notch creative and engaging messaging that’s consistent and relevant to your audience, across each channel becomes much more valuable.

    Summary

    I find myself forced out of my comfortable world of specific search demand numbers, precise click through rates and channel numbers, and thinking much more about the humans seeing the ads, considering the message, the creative catching their eye as they browse their newsfeed, getting interested, weighing the decision to buy, if the brand speaks to them, if they’re on the train, or browsing their mobile while monitoring a toddler, or at work on their desktop planning how to spend their cash when payday arrives next week.

    It’s so much messier than down at the bottom of the funnel – but it’s also much more representative of the true complexity of the real customer journey to purchase.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main Photo Credit[/vc_column_text][/vc_column][/vc_row]

  • Why Google Penalised The Scotsman

    Why Google Penalised The Scotsman

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Last week, Google penalised The Scotsman and a number of other Johnston Press news websites for selling links.

    To understand the reason for the penalty, you need to know a little about how Google’s search engine ranking system works. At the moment, around 200 different factors are used to determine which sites are at the top of the page when you type a query into Google and hit the search button.

    One of these – and still one of the most important, is the number, and quality of links from other websites that the site in question has.
    So – if Google has to choose between two sites with very similar content and structure, the site that has 200 other sites linking to it can typically be judged to be more trusted and established than the site with 10 others linking to it (provided the links come from trusted sites). Google assigns each website a score between 0 and 10 based on the number of other sites linking to it, and that score is named Pagerank. The USA Government’s website is a 10, Facebook is a 9, the blog you set up a few years ago and posted to twice is a 0. Building a high pagerank score takes a lot of work.

    Additionally – over time, Google has become much better at understanding trends and online ‘buzz’ – so if a lot of websites suddenly start linking to one in particular within a short period of time, Google’s algorithm will pick up on that, and is more likely to promote that site in the search engine results- in the short term at least.

    Buying links from other sites therefore, can impact the algorithm, and in turn, the ranking of any particular site – affecting the quality of the search results. Which is why Google states that the practise is against their webmaster guidelines (guidelines that anyone managing a large website, or with an interest in SEO will be aware of):[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5974″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Note the key classification of “links that pass PageRank”. The many ads you see across thousands of established sites avoid penalisation by not passing pagerank – all they do is send traffic to a site – they don’t attempt to imply to Google that the link is natural or organic and should therefore be considered a pagerank ‘vote’ – they’re shouting to Google “this is an ad!”, by using a simple change to the link code that tells Google’s algorithm not to follow the link. These types of link are therefore called ‘nofollow’ links.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Interflora

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Valentine’s day was approaching, and Interflora’s marketing team were faced with the task of ensuring that their site appeared at the top of the Google results for the many upcoming flower related searches.

    Google’s own data suggests that an average of 2,740,000 searches broadly related to flowers are completed each month in the UK, 1,220,000 for ‘florists’, and 201,000 for ‘flower delivery’ – with Valentine’s day approaching, the number of queries including the term Valentine would increase, and a high rank for those queries would make a big difference to Interflora’s sales over a peak trading period.

    Some studies estimate that the site ranking first on Google gets 53% of the traffic for that query, so the potential benefits to the site at number 1 are obvious.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]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[/vc_raw_html][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Valentine’s Day is the busiest time of the year for ‘flower delivery’ after Mother’s Day.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    The Campaign

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]So – Interflora created a bunch of ‘advertorials’ – paid for content, full of Valentine related content (the text used for, and around links is used by Google to determine the queries that sites should rank well for).[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5970″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text](Image from David Naylor’s Blog which details Interflora’s mistake in more detail.)

    They paid Johnston Press to put the advertorials on their sites – not just The Scotsman, but also a host of their regional news sites.

    The expected effect being a boost in ranking on Google’s results pages for Valentine Flower related queries – these would be good quality links, from established, trusted sites, which are the links that really make a difference.

    Critically, the advertorials did not use the ‘nofollow’ code on the links to Interflora’s website, and were quite specifically designed to pass pagerank and encourage Google’s algorithm to associate specific (Valentines) terms with the Interflora pages they linked to.

    This was a big campaign that violated Google’s webmaster guidelines blatantly, on a large scale – across a range of news sites that Google trusted and awarded relatively high pagerank scores. Google noticed.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Google Takes Action

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]At the time of writing, if you run a search for Interflora on Google, you’ll only see paid for advertisements – their organic search listing has been removed. No Interflora sites will show organically for any flower related queries. If they want traffic from Google at the moment, they need to pay for it, and at a current average cost per click of £1.92 for ads targeting the term ‘flower delivery’, their search engine related traffic has recently become considerably more expensive to attain.

    (edit – Interflora are back on google as of 3/3/13)

    The whole Interflora/Johnston Press situation compelled Google’s anti-spam chief Matt Cutts to write this reminder that advertorials should not contain links that pass pagerank. You know your website is in hot water if that guy is blogging about what you’ve done wrong.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Johnston Press

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]The Scotsman and JP’s regional news sites were not removed from the search results for selling paid links – you can still find The Scotsman’s site if you perform a brand related navigational search.

    They have however, had their pagerank scores reduced drastically, and Google now trusts them less. The Scotsman’s pagerank dropped from 7 to 3, most of Johnston Press’ regional sites involved had their pagerank reduced to 0.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Impact

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]For the Scotsman website, this is a disaster. Dropping to a pagerank of 3 means that the search engine rankings they used to command for generic searches are gone.

    Here are the top ranking sites on google.co.uk for the term ‘Scottish News’ (look at the Pagerank (PR)):[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5973″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Currently, the Scotsman is halfway down page 4 of google.co.uk for this query.

    And the top ranking sites for “Jobs in Scotland”:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5972″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]I gave up looking for The Scotsman in the results for this query after page 5.

    The bottom line is that these types of informational searches will no longer bring traffic to the Scotsman site – the competition is now trusted more.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    The Scotsman Website & Brand

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]So the Scotsman website finds itself in a situation where the only traffic they’ll get will be paid for or brand led.

    Unfortunately – the brand led searches are declining:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]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[/vc_raw_html][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]So – declining brand led traffic and negligible Google search traffic for the foreseeable future. No new visitors from Google, and declining brand loyalty. The Scotsman website just became a very tough sell to any potential advertiser.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Summary

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]The Scotsman team prior to the Johnston Press purchase were slow off the mark with the web side of the business – for many years the Scotsman’s website design, user experience and functionality were years behind the competition. Today, the site resembles a generic content management system, and has nothing to differentiate it from the numerous alternative online news sources available.

     

    Recovering from a Google penalty as severe as this takes time and a lot of work. In order to climb back up the ladder, you need to consider how a site can become an authority again, generate fresh new content and get links because they’re creating content that people actually want to link to.

    For an established newspaper site, that should be second nature, but the decline in The Scotsman’s circulation has meant cutbacks, less journalists & more recycled news from other sources.

    The question facing Johnston Press is whether or not they have the resources to pull themselves back up now they’ve indirectly opened the door for their competition to step in.

     

    Last year, Johnston Press reported that their digital revenue rose by 8.4%

    .

    If that digital revenue was driven by advertising that violated Google’s guidelines – it’s gone. No tech savvy marketing manager will risk an ‘Interflora’ now. If it was driven by ads sold on promises of pageview and impression stats, those stats just became redundant – from February this year, the Scotsman’s website traffic will drop massively. If it was sold on the promise of search results – who would advertise a job on a site that can’t be found by people looking for a job?

     

    For the Scotsman to recover, it will take considerable strategic changes to their site, content strategy and advertising policies. Changes that would appear to be contrary to Johnston Press’ current model.

    Failing to address these matters quickly will leave a historic brand that struggled to make the digital leap, floundering in online obscurity.

    Thanks for reading, I try to update this blog with interesting digital marketing stuff whenever I can, so please consider following Media Chimps or myself (Mark Proctor) on a social network of your choice.

    PS – Here’s a (nofollow) link to The Scotsman’s site.

    Edit (27/03/2013): Just checked today and the Scotsman’s site pagerank has been returned to 7. All offending links have been removed, and Google must have decided that a temporary punishment was enough.

    Edit 2: I’ve changed the site around since this blog was originally published, and the commenting system is different now, so I’ve attached a screenshot of the original article comments below so they’re not removed from the site.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5971″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main photo credit.[/vc_column_text][/vc_column][/vc_row]